Abstract
The Emerald Jewel Industry India Limited (EJIIL) exemplifies strategic initiatives like prioritising quality, embracing innovation and implementing effective operational practices that have positioned it as a leader in the Indian gems and jewellery industry. Over the years, the EJIIL has expanded its operations to cater to both domestic and global markets, with a pool of over 5,000 employees and a design portfolio exceeding 500,000 unique designs, with its design centres located in key locations such as Coimbatore, Mumbai, Delhi and Dubai fostering innovation and market adaptability. This case study delves into the company's journey, tracing its growth from a small jewellery manufacturing unit to a leading market player, meeting around 2.5% of India's gold jewellery demand. It also documents the evolution and significance of the gems and jewellery industry in India.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | IGPC0003 |
| Title | Emerald Jewel Industry India Limited: A Journey of Growth, Innovation and Market Expansion |
| Pages | 27 |
| Published on | Oct 10, 2025 |
| Year of Event | 2025 |
| Authors | Rizvi, Ilma; Varshney, Mayank; Narayanaswami, Sundaravalli; |
| Area | India Gold Policy Centre (IGPC) |
| Discipline | International Business, Marketing, Public Policy and Law, Strategic Management |
| Sector | Manufacturing, Miscellaneous, Trade |
| Learning Objective | 1. To examine the strategies undertaken to affluence a long-term service of Karigars with the firm. 2. To understand the challenges and benefits offered by the global market space to EJII in the industry. This can contribute to devising a strategic plan to grow an organized retail business in the global market, given its prior experience of challenges faced in foreign lands. 3. To examine the rationale behind a company's decision to expand regionally, globally, and across the segments in the context of competitive dynamics. 4. To perform a comprehensive evaluation of the company's competitive advantages and their relevance in emerging markets. Students will investigate the circumstances under which this technique has significantly benefited the firm and those in which it has not produced ideal outcomes. |
| Keywords | Growth, Gems & Jewellery, Expansion, Strategy, Gold Industry |
| Country | India |
| State | Tamil Nadu |
| Organization | Emerald Jewel Industry Limited |
| Courses | MBA (PGP), MBA-FABM, MBA-PGPX, EEP, ePGD-ABA, BPGP, AFP |
| Access | For All |
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